In 2008, LCBO launched goLOCAL as the umbrella brand for Ontario VQA wines. But by 2012, the campaign needed a fresh perspective. Targeting amateur wine drinkers and experiential, non-loyal customers, we helped make choosing the right wine — Ontario wine — simple. Understanding that Ontarians take pride in their purchase when they choose local wine, we created in-store media that educated consumers about the wines, using testimonials from Ontario Wine Buyers. The campaign helped lift sales and show amateur wine drinkers that our wines really are worth talking about.